Advocating a straightforward approach – no need for excessive gear to enjoy nature

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Kampa came to Studio-Day looking to rediscover their purpose and shape a brand platform that felt both grounded in heritage and confidently future-facing. Over a short period, we’ve been building a bolder identity that honours where the brand comes from, while opening the door to what’s next.

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Consumer and retailer insights – new and old, has resulted in a fresh direction for all parts of the business. With new product models, new retail moments, elevated digital touchpoints and avoiding the cliché pitfalls of ‘nature’ or ‘performance’ storytelling, confident global campaigns will be rolling out over 2026.

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We created a new visual world, and voice that feel bold yet beautifully pared back. At the centre sits a simple wordmark whose K-shaped aperture becomes a window, mimicking the view from inside a tent – framing scenery, holding messages, and standing proudly on its own as a symbol. A warm, nostalgic palette and inviting tone encourage people to slow down and step outside.

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A responsive central grid system brings order and ease, while the distinctive symbol, crafted to build equity carries a layered meaning. The tone reflects something well used, well worn, and of good times shared. It communicates with a subtle wink and a nod, like an old friend –  a chaperon of possibility, to the many paths people take in their outdoor journeys.

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This is the start of Kampa’s next chapter, shaped in close partnership and guided by a deep respect for ‘being’… outside.

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_{"We had a plan, we knew where we could go, but we needed a guardian and a guide, and Justin was the only person who came to mind. From packs to shelters over the years, every journey with him has been its own reward" – Tom Entwistle / Head of Tents / Dometic}